The Download: the rehabilitation of AI art, and the scary truth about antimicrobial resistance

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

From slop to Sotheby’s? AI art enters a new phase

In this era of AI slop, the idea that generative AI tools like Midjourney and Runway could be used to make art can seem absurd.
 

But amid all the muck, there are people using AI tools with real consideration and intent. Some of them are finding notable success as AI artists: They are gaining huge online followings, selling their work at auction, and even having it exhibited in galleries and museums. Read the full story.

—Grace Huckins

This story is from our forthcoming print issue, which is all about the body. If you haven’t already, subscribe now to receive future issues once they land. Plus, you’ll also receive a free digital report on nuclear power.

Take our quiz: How much do you know about antimicrobial resistance?

This week we had some terrifying news from the World Health Organization: Antibiotics are failing us. A growing number of bacterial infections aren’t responding to these medicines—including common ones that affect the blood, gut, and urinary tract. Get infected with one of these bugs, and there’s a fair chance antibiotics won’t help.

You’ve probably heard about antimicrobial resistance before, but how much do you know about it? Here’s our attempt to put the “fun” in “fundamental threat to modern medicine.” Test your knowledge here!

—Jessica Hamzelou

This article appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, sign up here.

2025 climate tech companies to watch: Envision Energy and its “smart” wind turbines

Envision Energy, one of China’s biggest wind turbine makers, has expanded into batteries, green hydrogen, and industrial parks designed to run heavy industry on clean power.

With flagship projects in Inner Mongolia and new ventures planned abroad, the company is testing whether renewables can decarbonize sectors that electricity alone can’t reach. Read the full story.

Envision Energy is one of our 10 climate tech companies to watch—our annual list of some of the most promising climate tech firms on the planet. Check out the rest of the list here.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 ICE is beefing up its surveillance capabilities 
It’s recently bought iris-scanning technology, spyware and location tracking software. (WP $)
+ Viral ICE videos are shaping how Americans feel about the agency. (Vox)
+ Protestors in Chicago are fighting back after mass arrests in the city. (New Yorker $)

2 OpenAI has stopped people from generating videos of MLK Jr
After some people used Sora to create “disrespectful depictions” of the civil rights activist. (TechCrunch)
+ It’s not the first time AI’s depiction of public figures has been criticized. (The Information $)

3 A teenager is suing the owners of “nudifying” app ClothOff
A classmate used an image of the New Jersey student to generate fake nudes. (WSJ $)
+ Meet the 15-year-old deepfake victim pushing Congress into action. (MIT Technology Review)

4 Amazon’s Ring camera arm is signing deals with law enforcement
It’s working with Flock Safety and Axon to share footage with criminal investigations. (CNBC)
+ A division of ICE has used Flock’s AI-powered surveillance network. (404 Media)
+ How Amazon Ring uses domestic violence to market doorbell cameras. (MIT Technology Review)

5 Plug-in hybrids pollute almost as much as diesel cars
A new report has found that pollution levels are well above official estimates. (The Guardian)
+ What to expect if you’re expecting a plug-in hybrid. (MIT Technology Review)

6 South Korea is prohibiting its citizens from travelling to Cambodia
It says hundreds of its nationals have been kidnapped and forced into scam complexes. (FT $)
+ Inside a romance scam compound—and how people get tricked into being there. (MIT Technology Review)

7 What it’s like to be trans online in 2025
The internet once helped trans people to connect—now it’s being weaponized against them. (The Verge)

8 Generative AI will make you the star of ads
Companies have to make returns on all that AI investment somehow. (NY Mag $)

9 San Francisco’s AI companies are pushing up housing prices
Rents are rising in a city already renowned for a staggeringly high cost of living. (NYT $)

10 Samsung is making a tri-folding phone
But attendees at the event it’s being shown off at won’t be allowed to touch it. (Bloomberg $)

Quote of the day

“Grandma will be thrown off the Internet because Junior illegally downloaded a few songs on a visit.”

—US broadband provider Cox Communications details a potential scenario in a legal case filed by major record labels, which have accused Cox of failing to disconnect people who are illegally downloading music, Ars Technica reports. 

One more thing

An AI startup made a hyperrealistic deepfake of me that’s so good it’s scary

Until now, AI-generated videos of people have tended to have some stiffness, glitchiness, or other unnatural elements that make them pretty easy to differentiate from reality.

For the past several years, AI video startup Synthesia has produced these kinds of AI-generated avatars. But back in April 2024, it launched a new generation, its first to take advantage of the latest advancements in generative AI, and they are more realistic and expressive than anything we’ve seen before. 

We tested it out by making an AI clone of Melissa Heikkilä, our former senior AI reporter. Read the full story and check out the synthetic version of Melissa.

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)

+ As support winds down for Windows 10 this week, did you know its blue Windows icon desktop image was taken from a real photograph? Take a look behind the scenes.
+ Rest in power Ace Frehley, Kiss cofounder and undisputed guitar hero.
+ A week spent eating along France’s 385-mile food trail? Yes please.
+ As we get into the Halloween spirit, dare you tour America’s spookiest cities?

Alibaba.com Exec on Suppliers, Tariffs, IP

Few companies have done more for global prosperity than Alibaba.com. Launched famously in China by Jack Ma, a former school teacher, in 1999, the company now connects 200,000 suppliers with millions of retail merchants. Suppliers grow, retailers diversify, and consumers have more choice for less money.

Yet the B2B giant is not perfect. Language differences, intellectual property theft, and quality control can upend a supplier-buyer relationship.

Rah Mahtani is Alibaba.com’s head of commercial strategy in the U.S. In our recent conversation, I asked him about those challenges, tariffs, and more.

Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Tell us who you are and what you do.

Rah Mahtani: I oversee commercial strategy in the U.S. for Alibaba.com, the world’s largest B2B marketplace for small business owners. With over 200,000 suppliers and 200 million products, the sheer scale can be overwhelming at first.

The platform’s foundation is search and discovery. When sourcing, start by typing in the product you need. To vet manufacturers, check their tenure on Alibaba. Four or more years is a good sign. Seek ratings of 4.5 stars or higher, and ensure the on-time delivery rate exceeds 95%.

Confirm they can customize products, and they hold relevant credentials, such as organic certifications for natural goods. Authentic suppliers typically display these clearly.

Finally, review factory photos to confirm they’re true manufacturers, trading companies, or resellers. Alibaba verifies many suppliers through third-party checks — confirming the legitimacy of their business registration, facilities, and certifications — helping buyers connect with credible partners.

Bandholz: How should merchants communicate with overseas suppliers and build strong relationships?

Mahtani: Most Chinese manufacturers have English-speaking sales teams skilled in working with international buyers. Still, Alibaba.com includes built-in translation tools — even live video captions that translate in real time — making cross-language communication smooth.

ChatGPT translations are also effective. I often use them to chat with Mandarin-speaking colleagues, and they consistently say the translations are accurate and natural.

Don’t reach out to a potential supplier without first thoroughly understanding your product. For instance, when sourcing silverware, knowing the metals, finishes, and durability options enables clear and efficient communication.

Next, approach negotiations with respect. Both parties have margins to maintain, so avoid pushing for unrealistically low minimum order quantities that could strain the supplier. Set clear expectations upfront, including timelines, shipping methods, and delivery requirements. For beginners, a Delivered Duty Paid option simplifies logistics, while experienced buyers may work with freight forwarders.

Suppliers expect negotiation — there’s usually flexibility in pricing and order minimums — but transparency and fairness build trust.

Bandholz: What are the primary locations of manufacturers?

Mahtani: Key manufacturing hubs are China, Vietnam, Mexico, Bangladesh, Pakistan, and Thailand — each excelling in specific product categories. Alibaba.com works to digitize these suppliers, helping them develop global sales skills and connect with international buyers.

One advantage of Chinese manufacturers is their ability to accommodate smaller order quantities, ideal for testing new products or limited runs. Others, such as in Mexico and Vietnam, are improving but still catching up in this area.

Nearly half of Alibaba’s global buyers are U.S.-based, but only a small percentage of manufacturers. To meet growing demand for faster shipping, many international manufacturers now warehouse goods in the U.S.

On Alibaba’s home page, users can search by products and manufacturers, and filter by country.

Bandholz: How have tariffs affected Alibaba and its customers?

Mahtani: Tariffs create uncertainty, so our priority is to provide quick solutions to adapt, such as relocating manufacturing facilities or assistance in calculating ever-changing duties.

After the tariff announcements in May, a trend emerged on TikTok with factories claiming to manufacture for major brands. Using our data and agreements, we clarified that legitimate factories wouldn’t disclose their customers. We highlighted Alibaba.com as a reliable source.

Tariffs sparked a massive surge in interest in global sourcing, propelling Alibaba to become the number one shopping app in the U.S. on Apple’s App Store. Experienced buyers also saw opportunities, ramping up sourcing for seasonal products such as holiday decor.

During the 90-day tariff pause, manufacturers and buyers collaborated to produce and import products before higher duties applied.

Bandholz: On Alibaba, it seems a single manufacturer may operate under different names.

Mahtani: Yes, some factories use multiple names. Alibaba manages this with a large category team that meets suppliers daily, verifies certifications, and ensures compliance. AI tools also check for duplicates, inaccuracies, intellectual property issues, and inauthentic listings.

For high-volume or experienced merchant buyers, our Request for Quotation tool is ideal. Input all product requirements — materials, features, finishes, even zipper types — and send the request to multiple manufacturers simultaneously. RFQs streamline sourcing, enabling buyers to compare credentials, verify manufacturer authenticity, and make informed decisions.

Bandholz: How can brands protect their designs from being copied when sourcing products from China?

Mahtani: Copying is a genuine concern. Alibaba has strengthened IP protection through a dedicated team, AI tools, and legal oversight. Merchants can report infringements or submit proof of their own patents and trademarks, allowing the team to act on their behalf. Human review complements AI monitoring, with staff manually checking listings daily.

Brands should document all communications with suppliers — through chat, email, WhatsApp — and keep screenshots. Written records are informal contracts in arbitration if disputes arise, although we recommend formal agreements, especially for molds, patents, or proprietary designs.

Try to keep all communications on the Alibaba platform; off-platform communication is acceptable if documented. However, process all payments through Alibaba.com to ensure transparency. Direct wire transfers bypass platform protections and remove recourse.

Clear documentation, formal agreements, and platform payments are key to protecting intellectual property.

Bandholz: How do merchant buyers ensure product quality matches their samples?

Mahtani: We strongly recommend third-party inspectors, either from our approved list or one you choose independently. Additionally, maintain quality checks throughout production.

For example, monitor the gemstones in fine jewelry and confirm their polish or finish. For any product, request frequent photos or videos via WhatsApp, conduct video check-ins, and document quality at multiple stages. Regular oversight ensures the final product meets the original sample and reduces surprises upon delivery.

Bandholz: How can listeners check out Alibaba and connect with you?

Mahtani: Our site is Alibaba.com. We’re active on Instagram and TikTok. I’m on LinkedIn.

Study Shows 2-5 Weekly TikToks Deliver Biggest View Increase via @sejournal, @MattGSouthern

Buffer’s analysis of 11.4 million TikTok posts from over 150,000 accounts reveals that posting 2-5 times per week delivers the steepest per-post view increase.

The study challenges the usual recommendation to post multiple times daily by demonstrating that the benefits decrease after the initial increase in posting frequency.

Data scientist Julian Winternheimer employed fixed-effects regression to examine how posting frequency affects metrics. His analysis, spanning the past year, measured views per post at various weekly posting rates.

What The Data Shows

Posting 2-5 times per week yields 17% more views per post compared to posting once weekly. Moving to 6-10 posts brings 29% gains, while 11+ posts per week shows 34% increases.

The steepest climb happens between one post and 2-5 posts per week. Doubling from 5 to 10 weekly posts adds just 12 percentage points, showing diminishing returns on per-post performance.

Buffer’s fixed-effects model compares each account to itself over time rather than across accounts. This removes variables like follower count and brand strength that would otherwise skew results.

Median Performance Stays Flat

Median views per post hover around 500 regardless of posting frequency. At one post per week, median views reach 489. At 11+ posts weekly, median views drop slightly to 459.

The top 10% of posts tell a different story. At one post weekly, the 90th percentile hits 3,722 views.

That number jumps to 6,983 views for accounts posting 2-5 times, 10,092 views at 6-10 posts, and 14,401 views at 11+ posts per week.

Buffer labels this “Viral Potential” (p90/median ratio). Accounts posting 11+ times weekly see their top posts perform 31.4 times better than their median post, compared to just 7.6 times for once-weekly posters.

Why This Matters

If you manage TikTok content, this data suggests 2-5 posts per week offers the most efficient starting cadence.

Posting more frequently increases your chances of a viral outlier rather than improving typical post performance.

Winternheimer explains:

“Posting more helps — but mostly because it increases your chances of getting lucky. TikTok is heavy-tailed. You only need one post to pop off. Posting more just increases your odds.”

More posts raise the ceiling for your best-performing content without raising the floor for average posts.

Buffer notes the study draws from accounts connected to its platform, which may skew toward small and medium businesses.

Looking Ahead

Winternheimer offers the following advice:

“If we wanted to provide a blanket recommendation that applies to most people, I’d recommend starting with 2-5 posts per week on TikTok. However, if you have more posts to share, you’ll give yourself a better chance at having a breakout post.”

Remember that platform dynamics can change rapidly. What was true over the past year might shift as TikTok updates its algorithm.

Google Says What Content Gets Clicked On AI Overviews via @sejournal, @martinibuster

Google’s Liz Reid, Vice President of Search, recently said that AI Overviews shows what kind of content makes people click through to visit a site. She also said that Google expanded the concept of spam to include content that does not bring the creator’s perspective and depth.

People’s Preferences Drives What Search Shows

Liz Reid affirmed that user behavior tells them what kinds of content people want to see, like short-form videos and so on. That behavior causes Google to want to show that to them and that the system itself will begin to learn and adjust to the kinds of content (forums, text, video, etc.) that they prefer.

She said:

“…we do have to respond to who users want to hear from, right? Like, we are in the business of both giving them high quality information, but information that they seek out. And so we have over time adjusted our ranking to surface more of this content in response to what we’ve heard from users.

…You see it from users, right? Like we do everything from user research to we run an experiment. And so you take feedback from what you hear, from research about what users want, you then test it out, and then you see how users actually act. And then based on how users act, the system then starts to learn and adjust as well.”

The important insight is that user preferences play an active role in shaping what appears in AI search results. Google’s ranking systems are designed to respond not just to quality but to the types of content users seek out and engage with. This means that shifts in user behavior related to content preferences directly influence what is surfaced. The system continuously adapts based on real-world feedback. The takeaway here is that SEOs and creators should actively gauge what kind of content users are engaging with and be ready to pivot in response to changes.

The conversation is building up toward where Reid says exactly what kinds of content engages users, based on the feedback they get through user behavior.

AI-Generated Is Not Always Spam

Liz next affirms that AI-generated content where she essentially confirms that the bar they’re using to decide what’s high and low quality is agnostic to whether the content is created by a human or an AI.

She said:

“Now, AI generated content doesn’t necessarily equal spam.

But oftentimes when people are referring to it, they’re referring to the spam version of it, right? Or the phrase AI slop, right? This content that feels extremely low value across, okay? And we really want to make an effort that that doesn’t surface.”

Her point is pretty clear that all content is judged by the same standard. So if content is judged to be low quality, it’s judged based on the merits of the content, not by the origin.

People Click On Rich Content

At this point in the interview Reid stops talking about low quality content and turns to discussing the kind of content that makes people click through to a website. She said that user behavior tells them that users don’t want superficial content and that the click patterns shows that more people click through to content that has depth, expresses a unique perspective that does not mirror what everyone else is saying and that these kinds of content engages users. This is the kind of content that gets clicks on AI search.

Reid explained:

“But what we see is people want content from that human perspective. They want that sense of like, what’s the unique thing you bring to it, okay? And actually what we see on what people click on, on AI Overviews, is content that is richer and deeper, okay?

That surface-level AI generated content, people don’t want that because if they click on that, they don’t actually learn that much more than they previously got. They don’t trust the result anymore.

So what we see with AI Overviews is that we surface these sites and get fewer what we call bounce clicks. A bounce click is like you click on your site, Yeah, I didn’t want that, and you go back.

AI Overviews gives some content, and then we get to surface deeper, richer content, and we’ll look to continue to do that over time so that we really do get that creator content and not the AI generated.”

Reid’s comments indicate that click patterns indicate content offering a distinct perspective or insight derived from experience performs better than low-effort content. This indicates that there is intention within AI Overviews to not amplify generic output and to uprank content that demonstrates a firm knowledge of the topic.

Google’s Ranking Weights

Here’s an interesting part that explains what gets up-ranked and down-ranked, expressed in a way I’ve not seen before. Reid said that they’ve extended the concept of spam to also include content that repeats what’s already well known. She also said that they are giving more ranking weight to content that brings a unique perspective or expertise to the content.

Here Reid explains the downranking:

“Now, it is hard work, but we spend a lot of time and we have a lot of expertise built on this such that we’ve been able to take the spam rate of what actually shows up, down.

And as well as we’ve sort of expanded beyond this concept of spam to sort of low-value content, right? This content that doesn’t add very much, kind of tells you what everybody else knows, it doesn’t bring it…”

And this is the part where she says Google is giving more ranking weight to content that contains expertise:

“…and tried to up-weight more and more content specifically from someone who really went in and brought their perspective or brought their expertise, put real time and craft into the work.”

Takeaways

How To Get More Upranked On AI Overviews

1. Create “Richer and Deeper” Content

Reid said, “people want content from that human perspective. They want that sense of like, what’s the unique thing you bring to it, okay? And actually what we see on what people click on, on AI Overviews, is content that is richer and deeper, okay?”

Takeaway:
Publish content that shows original thought, unique insights, and depth rather than echoing what’s already widely said. In my opinion, using software that analyzes the content that’s already ranking or using a skyscraper/10x content strategy is setting yourself up for doing exactly the opposite of what Liz Reid is recommending. A creator will never express a unique insight by echoing what a competitor has already done.

2. Reflect Human Perspective

Reid said, “people want content from that human perspective. They want that sense of like, what’s the unique thing you bring to it.”

Takeaway: Incorporate your own analysis, experiences, or firsthand understanding so that the content is authentic and expresses expertise.

3. Demonstrate Expertise and Craft

Reid shared that Google is trying “to up-weight more and more content specifically from someone who really went in and brought their perspective or brought their expertise, put real time and craft into the work.”

Takeaway:
Effort, originality, and subject-matter knowledge are the qualities that Google is up-weighting to perform better within AI Overviews.

Reid draws a clear distinction between content that repeats what is already widely known and content that adds unique value through perspective or expertise. Google treats superficial content like spam and lowers the weights of the rankings to reduce its visibility, while actively “upweighting” content that demonstrates effort and insight, what she termed as the craft. Craft means skill and expertise, mastery of something. The message here is that originality and actual expertise are important for ranking well, particularly in AI Overviews and I would think the same applies for AI Mode.

Watch the interview from about the 18 minute mark:

CMS Market Share Trends: Top Content Management Systems (Oct 2025) via @sejournal, @theshelleywalsh

WordPress remains the dominant force in content management systems, powering 43.3% of websites surveyed and holding a 60.7% share among sites using a CMS, according to W3Techs (October 2025). That is still a commanding lead, but it marks a sustained decline from its peak of 65.2% in 2022 and is back to the same level as 2018, prior to the pandemic boom.

For executives and technical teams, this shift signals more than a market statistic.

As WordPress shows its first significant slide in two decades, SaaS competitors like Shopify, Wix, and Squarespace are steadily gaining ground, offering businesses simpler, managed solutions with lower technical overhead. At the same time, the share of websites running without any CMS has dropped to 28.6%, which continues the broader industry trend toward structured platforms and hosted builders.

It means that choosing the right CMS today is less about preference and more about a strategic decision, with measurable impact on site performance, security, costs, and scalability.

This report breaks down the current CMS landscape, compares the top platforms, and outlines how the latest shifts influence platform strategy and technical execution.

How Large Is The CMS Market?

According to W3Techs, 71.4% of websites have a CMS, and Netcraft reports over 281 million domains.

From this, we can assume that the current market size for content management systems has risen to over 200 million websites.

Top 10 CMS By Market Share (Globally), October 2025

CMS (as of October 2025) Launched Type Market Share Usage
No CMS 28.6%
1 WordPress 2003 Open source 60.7% 43.3%
2 Shopify 2006 SaaS 6.8% 4.8%
3 Wix 2006 SaaS 5.7% 4.1%
4 Squarespace 2004 SaaS 3.4% 2.4%
5 Joomla 2005 Open source 2.0% 1.4%
6 Webflow 2013 SaaS 1.2% 0.9%
7 Drupal 2001 Open source 1.1% 0.8%
8 Tilda 2014 SaaS 1.1% 0.8%
9 Adobe Systems 2013 Open source 1.0% 0.7%
10 Duda 2008 SaaS 1.0% 0.7%

Data from W3Techs, October 2025. (WooCommerce and Elementor are not listed in the table above as they’re WordPress plugins and not standalone CMS platforms.)

What is the most widely used CMS?

Other CMS

*Graphs are separated due to the dominance of the WordPress market share.

WordPress

WordPress remains the most widely used CMS, a position it has held since its launch in 2003. Its usage across all websites grew by 105% from 2014 to 2022, cementing its role as the default platform for much of the web.

But its long-standing growth curve is now in a downturn; we’re seeing a market share decline of nearly seven percentage points in the last three years. It’s a trend that could continue as easier-to-use platforms gain ground and some users report frustrations with plugin compatibility, core updates, and security management.

Read more: Should You Still Use WordPress?

Shopify

As the second-most popular CMS today, Shopify’s market share stands at 6.8% and is used by 4.8% of all websites surveyed.

Its strength is no accident: Shopify consistently performs well in Core Web Vitals benchmarks, making it competitive even in technical metrics.

From an SEO and business perspective, this means that Shopify offers executives a CMS option designed to support both performance and long-term growth.

Wix

Wix has made one of the more noticeable gains this year, now powering 4.1% of websites surveyed. The platform’s steady climb reflects broader market traction among small businesses. Case in point: A Reddit business owner notes its convenient and user-friendly features.

For executives, the takeaway is clear: Wix is positioning itself beyond a lightweight website builder that consistently invests in branding and platform capabilities, making it a viable contender for mid-market adoption.

Squarespace

Squarespace has shown steady growth over the past decade, with its CMS market share growing from 0.3% in 2014 to 3.4% today, with 2.4% of  websites surveyed now using the platform.

Its growth could be attributed to the increasing demand for low-maintenance, design-forward platforms.

Read more: WordPress Vs. Squarespace – Which One Is Better?

Joomla, Webflow, And Drupal

Joomla and Drupal were among the top 3 until 2021, and since then, they have seen a steady decline in market share, now accounting for only 2.0% and 1.1%, respectively. This shift likely reflects a broader trend where more user-friendly, SaaS-based platforms capture the attention of small businesses and non-technical users.

At the same time, Webflow has emerged as a contender, climbing to 1.2% of the CMS market share. Its growth reflects demand for design-led platforms that allow businesses to streamline development without heavy technical dependencies, with professionals noting speed as a real differentiator.

No CMS

Between 2024 and October 2025, websites operating without a CMS dropped by 2.8 percentage points, continuing a trend away from custom-coded solutions. During the same period, websites using WordPress grew by just less than 1%.

The decline in “no CMS” websites signals an ongoing trend toward more structured, manageable platforms for site creation.

No CMS vs WordPress

WordPress Vs. Joomla Vs. Drupal Market Share

Screenshot from W3Techs, October 2025

Since 2024, Joomla has decreased its market share by 20%, while Drupal has declined by 31%. Together, they once held almost 15% of the CMS market share in 2014 – now that figure sits at just over 3%.

They’ve slipped from the No. 2 and No. 3 spots to No. 5 and No. 6, overtaken by faster-growing platforms like Wix and Squarespace in 2022.

Joomla, in particular, had strong momentum early on – briefly surpassed WordPress in search interest until around 2008, according to Google Trends – but it hasn’t kept pace with modern platform demands.

Screenshot from Google Trends, October 2025

Why did these popular content management systems decline so much?

It’s most likely due to the strength of third-party support for WordPress with plugins and themes, making it much more accessible.

The growth of website builders, such as Wix and Squarespace, indicates that small businesses want a more straightforward managed solution, and they have started to nibble on market share from the bottom.

Website Builders Market Share: Wix Vs. Squarespace

Website Builders Market Share: Wix Vs. SquarespaceScreenshot from W3Techs, October 2025

Over the full period from October 2024 to October 2025, the market share of:

  • Shopify grew by 4.6%.
  • Wix grew by 32.6%.
  • Squarespace rose by 9.7%.

If we look at the website builders, their growth is a strong indication of where the market might go in the future.

SaaS web builders such as Wix and Squarespace don’t require coding knowledge and offer a hosted website that makes it more accessible for a small business to get a web presence quickly. No need to arrange a hosting solution, install a website, and set up your own email. A web builder neatly does all this for you.

WordPress is not known as a complicated platform to use, but it does require some coding knowledge and an understanding of how websites are built. On the other hand, a website builder is a much easier route to market, without the need to understand what is happening in the back end.

Read more: Wix Changed How Websites Are Built And Why You Should Pay Attention

Elementor

Elementor is the most widely used WordPress page builder, installed on 18.1% of all websites with a known CMS and 12.9% of all sites surveyed (not shown below) – more than Wix and Squarespace combined – though it functions as a plugin within WordPress, not a standalone CMS.

ElementorScreenshot from W3Techs, October 2025

While not a CMS on its own, it’s a major player in shaping how WordPress is used. However, because it’s a third-party plugin and not a CMS, it isn’t listed in the top 10 CMS above.

If we compare the volume of traffic to the number of CMS, we can see that WordPress is in the golden section, up and to the right, clearly favored by sites with more traffic.

Based on usage among higher-ranked domains, Joomla fits into a niche of fewer installs but more high-traffic sites, indicating that more professional sites are using it.

Squarespace and Wix are to the left and down, highlighting that they are installed on fewer sites with less traffic. It strongly indicates that they are used more by small websites and small businesses.

Elementor bridges the gap between the two and has the weight of the WordPress market share, but is used by sites with less traffic. This means the appetite is growing for drag-and-drop, plug-and-play solutions that make having a web presence accessible for anyone. This is the space to watch.

Ecommerce CMS Market Share: WooCommerce Vs. Shopify

Ecommerce CMS Market Share: WooCommerce Vs. ShopifyScreenshot from W3Techs, October 2025

WooCommerce has a market share of 12.4%, while Shopify has 6.8%.

The ecommerce CMS space echoes a pattern similar to that of website builders. WooCommerce powers 8.9% of all existing websites, making it the most widely adopted ecommerce plugin by far. It doesn’t appear in W3Techs’ top CMS list because it is a WordPress plugin, but it’s a key factor in WordPress’s enduring popularity.

Looking at the distribution, we can see a clear pattern emerge. In comparison to other ecommerce CMS platforms, WooCommerce is dominant.

It has more market share than its competitors combined: Shopify (6.8%) + PrestaShop (0.8%) + OpenCart (0.6%) = 8.2% market share.

Screenshot from W3Techs, October 2025

Smaller sites might favor WooCommerce, but it has the WordPress platform’s weight for market access and, therefore, more installs, much like Elementor.

Shopify surged during the pandemic, with market share growing by 52.9% from 2020 to 2021 and then 26.9% from 2021 to 2022, outpacing every other platform. After a dip in 2023, it recovered in 2024 and has since leveled off, holding steady at 6.8% this year.

Why Does CMS Market Share Matter For SEO And Business Strategy?

As the market fragments, these shifts affect everything from site architecture, plugin availability, and technical SEO flexibility.

WordPress continues to lead, but its gradual decline marks a turning point. SaaS competitors such as Shopify, Wix, and Squarespace are steadily gaining traction, offering streamlined platforms that appeal to most businesses.

If more SMBs are switching to website builders, understanding the limitations and intricacies of these platforms for SEO could be a competitive advantage. CMS adoption determines how efficiently teams can build, secure, and optimize sites at scale.

Shopify now runs on 4.8% of all websites surveyed (not just sites with a CMS). With its increasing market share, specializing in Shopify SEO could be a strategic move for an SEO professional.

Wix and Squarespace are growing, too. As more small businesses adopt these platforms, getting fluent in their ecosystems could set you apart in a crowded market.

The reality is that WordPress remains the largest and most competitive ecosystem, but the growth curve has shifted toward challengers. This means one thing for business leaders and SEO professionals: an opportunity to diversify expertise.

Understanding the strengths and limitations of various CMS platforms can inform strategic decisions and align with evolving market demands.

More Resources:


All data collected from W3Techs, October 2025, unless otherwise indicated.  See the W3techs methodology page for where the data is gathered from.


Featured Image: Paulo Bobita/Search Engine Journal

Why Authority In Online Communities Such As Reddit And Quora Matters via @sejournal, @rio_seo

Online communities have infiltrated the internet, appearing at the top of search engine results pages (SERPs) for most queries. They play an integral role in shaping brand perception, purchasing decisions, and search visibility.

Reddit now sees more than 110.4 million daily users and 416.4 million weekly active users. Quora, on the other hand, also receives an impressive amount of traffic, with over 400 million active users flocking to the website monthly. Undoubtedly, online communities present an impressive opportunity, yet many marketing leaders have yet to capitalize on it.

This substantial shift towards interest in participating in online communities presents both an opportunity and a risk. Positive benefits a brand can receive from building authority in online communities include enhancing SEO performance, improving share of voice, and delivering real market intelligence. But participation without a solid strategy in place can backfire, damaging reputation in spaces where skepticism runs high and negative sentiment spreads like wildfire.

This article explores why it’s essential to build authority in Reddit and Quora, the brands that got it right (and wrong), and how to operationalize community authority as part of a broader marketing and SEO strategy.

Reddit Marketing Strategy: Building Authority In The Hardest Community

Reddit is one of the most difficult places for marketers to master. It’s a forum where trust is increasingly difficult to earn, and if a brand is perceived as disingenuous or inauthentic, it can be downvoted into obscurity quickly. Reddit community members are quick to express their thoughts about anything and everything, especially when it comes to brands that overtly try to advertise there.

Communities (which are known as “subreddits”) are moderated by members, not brands, and those members are quick to identify anything that sounds too promotional or tone-deaf. They also have the power to ban members entirely from participating in the subreddit. It may sound daunting to engage a Reddit audience; however, the brands that do earn credibility reap the rewards that extend well beyond the platform.

Case Study: Spotify’s AMA Success

Spotify is a prime example of how to master Reddit’s Ask Me Anything (AMA) discussion format. Spotify employees frequently leverage AMA to solicit feedback from users to improve its technology or to address tough technical questions, rather than hard sell playlists or subscriptions.

The result? Thousands of upvotes and long-tail SEO value that still lives on today in popular subreddit communities. Spotify openly invited users to engage directly with the team behind its recommendation engine, and users have a lot to say.

Spotify doesn’t have its marketers join the AMA conversation, but rather engineers who play an active role in how Spotify’s technology works. In turn, Spotify was able to build trust with an audience that might otherwise dismiss a “brand presence” as self-serving, as the SERPs for continued visibility.

For example, a Spotify engineering manager recently asked for users’ input on Spotify’s Lossless feature. The Reddit thread received 1,500 upvotes, four awards, and 451 comments, highlighting the power of engaging with a motivated and receptive community.

Case Study: Woody Harrelson’s AMA Failure

Unfortunately, AMA doesn’t always go according to plan. Perhaps one of the most infamous examples of an AMA gone wrong is with actor Woody Harrelson’s in 2012, which was a prime example of what happens when marketers ignore Reddit’s norms.

Harrelson promoted his film instead of answering questions, which caused a negative chain reaction. The actor received myriad downvotes, ridicule, and lasting negative press. To this day, this specific AMA is often referenced as a cautionary tale of when advertising goes awry.

Read more: Reddit Subreddits To Google Search: Maximizing Your Brand’s Impact

Why You Should Prioritize Reddit

Reddit and Quora, once fringe discussion boards, are now rife with chatter that is actively shaping brand perception, purchasing decisions, and trust. Reddit’s massive potential can no longer be ignored for the following reasons:

SEO Value

According to recent research, the “Discussions & Forums” SERP feature appeared in 7,085 out of the 10,000 studied product-review searches, which equates to about three-quarters (70-75%+) of the time.

Consumers are actively seeking validation before committing to a purchase, and surfacing at the top of the SERPs is a great way to build trust and authority with searchers.

Marketing Funnel

Shoppers are overwhelmed with a plethora of choices. Any time they seek a product or service, there are myriad vendors to vet.

Reddit’s own research states that Reddit is the No. 1 platform where people go to explore possible solutions to their needs, making it a powerful tool for discovering products. Additionally, 71% of people who discovered a brand online or off went to Reddit to conduct their research. 74% of people agree that Reddit assists them in making faster purchase decisions.

Trust Building

Research reveals that over three-quarters (77%) of consumers are willing to spend their money to support an authentic brand over one that’s not. Additionally, Reddit recently reported that 88% of social media users turn to Reddit for purchase decisions, and 76% believe Reddit posts are more honest and truthful than those on other social platforms.

With more users trusting Reddit over other platforms, the opportunity is to empower subject matter experts, engineers, executives, and other powerful voices within their organization to share original insights, host AMAs, and engage authentically with Reddit community members.

Read more: AMA Recap: Reddit Leadership On Leveraging The Platform For Business Success

Quora Marketing Strategy: Long-Tail Authority That Compounds

Quora is an entirely different online community that requires its own distinct strategy. Reddit thrives on thoughtful debate, engaging discussion, and subcultural context, whereas Quora looks for depth, expertise, and intellect.

Quora’s algorithm looks for long-form content and authoritative answers that provide substantial context, cite credible resources, and solve the reader’s challenge succinctly. For example, an in-depth, 1,000-word response that reveals relevant and helpful information will typically outperform a low-effort, dull response.

Like Reddit, Quora also has unique SEO advantages. Thought-provoking, highly regarded content has staying power in the SERPs. Investing in Quora can offer online visibility across numerous platforms, helping boost brand recognition and build long-lasting search equity. Additionally, given the shift in how businesses are appearing in the SERPs with the rise of AI, research from Semrush found that Quora is the most commonly cited website in Google AI Overviews.

Case Study: Staggering Success For CodingNinjas

Quora users don’t want to feel as though they’re shouting into a void. They crave connection, conversation, and relevant responses to their inquiries. CodingNinjas does just that, using Quora in a highly strategic way. After noticing early leads originating from Quora, the team continued to invest in answering questions related to their services and competitors. The result? Within a year, Quora became their No. 1 source of qualified leads, driving consistent organic traffic and improved search engine visibility.

Success came with testing the length of answers as well as aligning with keywords, which helped CodingNinjas determine which content resonated best with their target audience. They found writing content that addressed the final stages of customer awareness, such as solution and product-focused questions, performed best and produced the highest conversions.

CodingNinja’s success highlights how strategic participation in Quora can help boost search visibility and strengthen domain authority through authentic, value-driven writing. Just like Reddit, the better your responses, the better your chance of succeeding in building authority on Quora.

Case Study: Outsourcing Gone Wrong

Outsourcing is a tactic to avoid when engaging with Quora and Reddit community members. Companies that delegate Reddit or Quora participation to third parties often lose brand tone and voice in their responses (see the Woody Harrelson example above). The result is templated, generic responses that often violate community rules and can even lead to bans. Reddit and Quora users actively look for credible, well-cited answers that those who are unfamiliar with your industry and brand may not be able to provide.

Companies that outsource Quora participation often receive unhelpful, keyword-stuffed answers that don’t match brand content standards. In turn, this content can be flagged for low quality and remain unseen by Quora users because of this. Many times, consumers can see through the intent and effort behind these posts and will downvote the content. In some instances, it may result in account suspension, wasting time and money, while also harming credibility.

Why You Should Prioritize Quora

While Reddit is well-known for sparking heated debates and quick responses, Quora rewards depth, expertise, and length. With hundreds of millions of visitors frequenting Quora, the opportunity is to convert these motivated searchers into customers. Here are a few reasons why brands should prioritize Quora:

Search Visibility

Unlike posting on social platforms like Instagram and Facebook, Quora content has the potential to deliver value for lengthy periods of time. As aforementioned, Google’s AI Overviews tend to pull authoritative and quality Quora responses, placing content front and center at the moment searchers are looking for relevant content.

A single, in-depth answer can get eyes on it for years in the SERPs, attracting high-intent searchers long after publication, extending the content’s mileage and funneling a continual stream of new visitors. Quora acts as an evergreen asset, making it a compounding investment that can pay off well beyond its initial posting and a strong potential revenue resource. In comparison, paid ads or sponsored social posts may drive impressions but disappear quickly, offering little lasting equity.

Executive Visibility

For executives looking to boost their digital presence and share their wealth of expertise, Quora is one of the strongest methods for engaging curious consumers.

For CMOs, there’s a clear incentive to position themselves and other leadership team members as authoritative voices on an influential platform. When a CMO, product lead, or engineer answers a strategic question like “What is the future of AI in marketing technology?”, your answer holds weight and doesn’t just position your brand as a thought leader; it also enhances the individual’s personal credibility and positions them as an expert voice on the topic.

The dual benefit – strengthening your company’s reach and authority as well as your thought leaders – makes Quora a powerful and investment-worthy channel for marketing to focus on.

Longevity

A single thought-provoking answer on Quora can consistently attract high-intent readers who are seeking a trustworthy resource to solve their challenge. Alternatively, a sponsored LinkedIn post may receive ample attention but disappear from people’s feeds and minds almost immediately after reading.

Content Pipeline

A high-performing Quora answer may be repurposed into longer form content to get the most mileage, such as a blog post, social media carousel, ebook, and more, helping fuel your content pipeline with high-performing insights. Longer-form content tends to perform better on Quora (1,000+ word answers), so it’s important to focus not only on the quality of your answer but also the length.

How To Make Authority In Online Communities Your Next Competitive Advantage

Given the influx of answers available online for any query, visibility is no longer the determinant of success. Visibility without trust doesn’t retain customers. In online communities, where skepticism is abundant and trust is fleeting and fickle, authority is what ultimately wins.

The lesson is apparent: Online communities can’t be treated as marginal and shouldn’t be forgotten. They must be treated with the same fervor and effort as other more traditional marketing strategies, such as email and pay-per-click advertising. Authority is a strategic asset, one that influences consumers early on in their journeys with your business. Building solid trust extends the lifetime of your customers and turns them into brand advocates.

Authority in online communities is one of the best ways to build trust in an increasingly skeptical consumer purchasing landscape and can:

  • Strengthen E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness).
  • Create long-standing, evergreen search assets.
  • Position your brand as a trusted authority in places where consumers are actively seeking advice and reassurance.

The brands that will conquer online communities in the future aren’t chasing volume; they’re seeking authentic relationships and building trust in a highly scrutinized marketplace.

As AI-generated content and recommendations continue to infiltrate the SERPs and, in turn, grow consumer distrust, the brands that build their authority in online communities today will be the ones who own the conversations in the future.

More Resources:


Featured Image: Roman Samborskyi/Shutterstock

The psychology of scannable content and bullet points

Table of contents

Your content has 15 seconds. That’s it. In those precious moments, your reader’s brain makes a critical decision: scan or abandon. The statistics are sobering. Users read only 20-28% of webpage content, spending an average of 15 seconds on a page before deciding whether to stay or leave. Yet many content creators still write as if their audience will consume every carefully crafted sentence from start to finish.  

The reality? Your readers aren’t reading; they are scanning, which is why scannable content becomes important. This isn’t a failure of modern attention spans or a sign that people don’t value quality content. It’s neuroscience in action. The human brain has evolved sophisticated pattern recognition systems that help us quickly identify relevant information while filtering out the noise. And do you know what the most potent triggers for this system are? The humble bullet point.  

When readers encounter well-structured bullet points in your blog piece, their brains release small hits of dopamine, the same neurotransmitter associated with completing tasks and achieving goals. This is a biological reward system that makes scannable content easier to process and pleasurable to consume.  

Understanding the cognitive psychology behind how people process information isn’t just academic curiosity.  It’s also the key to creating content that converts, engages, and serves your audience’s actual reading behaviors. Tools like Yoast’s AI Summarize feature recognize this reality, helping content creators quickly identify and restructure their essential points into the scannable formats readers crave. 

Key takeaways

  • Readers scan content in 15 seconds, favoring scannable formats like bullet points for quick comprehension.
  • Research shows that effective scannable content enhances cognitive processing and engages readers better.
  • Key factors like motivation, task type, and focus determine how deeply someone will read your content.
  • Mobile usage has reshaped reading habits, increasing demand for short, structured, and scannable content.
  • To create scannable content, writers should respect cognitive patterns and optimize content structure with clear visuals.

The scanning habits of our brain  

The myth of linear reading 

If you believe your readers start at the top of your content and methodically work their way through each paragraph, you’re operating under a dangerous misconception. Eye-tracking research from the Nielsen Norman Group reveals that people don’t read online content, they scan it in predictable patterns.  

  • F-shape scanning pattern: It is one of the most common reading patterns, where readers scan horizontally across the top, make a second horizontal scan partway down, then scan vertically down the left side.
  • Layer cake pattern: This includes scanning headings and subheadings.  
  • Spotted pattern: Jumping to specific words or phrases that catch attention.  
F-shape reading pattern of the brain

This isn’t laziness, it’s cognitive efficiency at its best. Our brains are wired to seek the path of least resistance when processing information. In a world where we’re bombarded with more content than we could ever consume, scanning helps us quickly identify what deserves our full attention. 

Cognitive load theory explains why this happens. Our working memory can only hold about 5 to 9 pieces of information at once. When content is presented in dense paragraphs, our brains work harder to extract meaning, creating mental fatigue that leads to abandonment.  

Factors that determine reading depth 

Not all scanning is created equal. Four key factors determine whether someone will scan briefly or dive deeper into your content:  

  • Level of motivation: When readers desperately need specific information, like troubleshooting a technical problem, they’ll invest more cognitive resources in careful reading. But for general browsing, they’ll skim for signals of value.   
  • Type of task: Fact-finding missions (like researching product features) create different reading behaviors than exploratory browsing. Task-oriented readers scan for specific data points, while browsers scan for interesting concepts.   
  • Level of focus: A reader juggling multiple browser tabs while checking their phone will scan differently than someone in a quiet environment dedicated to learning. Multitasking reduces the cognitive resources available for deep processing.  
  • Personal characteristics: Some people are naturally deep readers who prefer narrative content, while others are chronic scanners who gravitate toward lists and summaries. Age, education, and cultural background all influence these preferences.  

The impact of mobile evolution on content consumption 

Smartphone usage hasn’t just changed where we consume content, it’s rewired how we process information. The average smartphone user checks their device 96 times daily, creating a constant state of partial attention that makes scanning the dominant reading mode.  

Mobile screens compress information into narrow columns, overwhelming traditional paragraph structures. This physical constraint has trained our brains to prefer “thumb-friendly” content architecture: short paragraphs, frequent subheadings, and plenty of white space.

The impact transcends mobile devices. Desktop readers now expect the same scannable formats they’ve grown accustomed to on their phones. Content that doesn’t accommodate these evolved reading behaviors feels dated and inaccessible.  

The psychology behind bullet points

Understanding why bullet points work so effectively requires a quick look at how your brain processes information. When you encounter a wall of text, your mind has to work overtime to extract the key points, organize the information, and remember what matters. Bullet points do this heavy lifting for you, turning complex information into digestible chunks that your brain can process with minimal effort.

1. The mental burden relief of cognitive load reduction 

Bullet points aren’t just visually appealing, but also easy to scan. They’re cognitive performance enhancers. When information is presented in bullet format, our working memory can process it more efficiently because each point operates as a discrete unit.  

Research in cognitive psychology shows that structured information reduces the mental effort required for comprehension. This creates what researchers call “cognitive ease”, a state where information feels more trustworthy and credible simply because it’s easier to process.  

The famous 7±2 rule (also known as Miller’s Law) explains why bullet points work so well. Our working memory can comfortably hold 5-9 items at once. Well-crafted bullet lists respect this limitation by chunking information into digestible pieces that our brains can easily manipulate and remember.  

When content flows smoothly through our mental processing systems, we unconsciously associate that ease with quality and authority. This is why bullet points improve comprehension and credibility.  

2. Pattern recognition and predictability  

Human brains are pattern-recognition machines, constantly seeking familiar structures that help us predict what will happen next. Bullet points, through their predictable format, provide precisely this kind of psychological comfort.  

Visual hierarchy serves as a roadmap for our attention. When readers see a bullet list, they instantly understand the structure: each point will present a discrete piece of information, all points are roughly equivalent in importance, and the data can be consumed in any order.  

Gestalt principles explain why this works so well. Our brains use proximity (related items grouped), similarity (consistent formatting signals related content), and continuation (visual flow guides attention) to organize information efficiently. Bullet points leverage all three principles simultaneously.  

This predictability reduces cognitive anxiety. Readers don’t need to invest mental energy figuring out how information is organized, they can focus entirely on processing the content.  

3. The psychology of completion  

Perhaps the most fascinating aspect of bullet point psychology is how it triggers our brain’s reward system. Each bullet point creates a micro-task that can be “completed” simply by reading. This completion triggers a small dopamine release; the same neurotransmitter associated with crossing items off a to-do list.  

The Zeigarnik effect demonstrates why this matters. Our brains create psychological tension around incomplete tasks, making them more memorable than completed ones. Bullet points cleverly exploit this by creating multiple small completion opportunities within a single piece of content.  

This neurological reward system explains why people find lists inherently satisfying. We’re not just consuming information; we’re experiencing a series of small accomplishments that make reading feel productive and rewarding.  

4. Visual breathing room

White space isn’t space; it’s cognitive breathing room. Dense paragraphs create visual clutter that triggers stress responses in our brains, making content feel overwhelming before we even begin reading.  

Bullet points introduce strategic white space that gives our visual processing system room to operate. This breathing room prevents cognitive overload and makes content more approachable and manageable.  

Eye movement research shows that readers’ gaze patterns follow predictable paths through well-spaced content. White space guides attention naturally, creating a visual rhythm that supports comprehension rather than fighting against it.  

The science of information processing  

Working memory and executive function  

Working memory is the temporary storage system where we manipulate information while processing it. Unlike long-term memory, which has virtually unlimited capacity, working memory can only handle a few items simultaneously.  

Bullet points support working memory by presenting information in pre-chunked units. Instead of extracting key points from dense paragraphs, a task that requires executive function resources, readers can directly process the distilled information.  

Research comparing narrative versus expository text comprehension shows structured formats consistently outperform traditional paragraphs for information retention and comprehension speed. The brain’s executive functions can focus on understanding content rather than organizing it.  

This is particularly important for complex or technical information. When cognitive resources are allocated efficiently, readers can engage with more sophisticated concepts without experiencing mental fatigue.  

The discrete thought advantage  

Each bullet point functions as a self-contained information unit, allowing for what cognitive scientists call “discrete processing.” Unlike paragraphs, where ideas build upon each other sequentially, bullet points can be processed independently.  

This creates a “mental reset” opportunity between points. Readers can fully process one concept before moving to the next, preventing cognitive overload when multiple ideas compete for working memory space.  

The difference is like comparing building a tower (paragraphs) versus collecting individual blocks (bullet points). Building requires awareness of the entire structure, while collecting allows focus on each piece.  

Speed vs. comprehension 

Critics often argue that scannable content sacrifices depth for speed, but research suggests a more nuanced reality. Studies show that bullet formats can improve comprehension for certain types of information while dramatically increasing processing speed.  

The key matches the format of the content type. Bullet points excel for factual information, feature lists, and step-by-step processes. They’re less effective for narrative content, complex arguments, and emotional storytelling.  

In research studies, retention rates for structured information consistently outperform unstructured text. The sweet spot appears to be content that balances scanning speed with information density, exactly what effective bullet points achieve.  

This is where AI-powered tools like Yoast’s AI Summarize feature become invaluable. They can analyze dense content and identify the key points that would benefit from bullet formatting, helping writers optimize speed and comprehension without sacrificing essential nuances.  

Instantly highlight your core insights with AI Summarize, in Yoast SEO Premium. Generate editable summaries in seconds.

The hierarchy of scannable elements  

The content ecosystem  

Bullet points are not isolated components; they’re part of a broader ecosystem of scannable elements that work together to create user-friendly content. An effective scannable design incorporates multiple layers of visual hierarchy.  

Headings and subheadings serve as navigation anchors, allowing readers to identify relevant sections quickly. They’re the highway signs of content, helping people find their destination without reading every word.  

Numbers and statistics act as attention magnets, drawing the eye with their specificity and authority. Our brains are wired to notice numerical information, making stats powerful tools for engagement.  

Bold text and formatting provide visual cues that guide attention to key concepts. Strategic emphasis helps readers identify the most important information without overwhelming the overall design.  

White space ties everything together, preventing visual overcrowding and giving each element room to breathe. The silence between notes makes music coherent.  

Choosing from Lists and other formats  

Different content types call for different scannable formats. Understanding when to use each format prevents the monotony of bullet point overuse while optimizing for specific communication goals.  

  1. Bullet points: They excel for features, benefits, and key takeaways where order doesn’t matter. They’re perfect for highlighting multiple advantages or listing unranked options. 
  1. Numbered lists: These lists work best for processes, rankings, and sequential information. They provide clear progression and help readers track their position within the content.
  1. Tables: Ideal for comparisons and data-heavy content. They allow readers to scan vertically and horizontally, facilitating quick comparisons across multiple variables.
  1. Paragraphs: An essential storytelling instrument, context-building, and complex arguments requiring narrative development. The key is using them strategically rather than defaulting to them automatically.  

The mobile-first psychology

Mobile usage hasn’t just changed screen sizes, it’s fundamentally altered how we consume content. Thumb-scrolling creates different engagement patterns than mouse-based navigation, favoring content that works with natural thumb movements.  

The “thumb-friendly” hierarchy prioritizes easily tappable elements and accommodates one-handed usage. This means shorter sections, more frequent headings, and content designed for vertical scrolling rather than horizontal scanning.  

Responsive design psychology goes beyond technical implementation. It requires understanding how reading behaviors change across devices and optimizing content structure for each context.  

Implementing psychology-driven content

Knowing the science behind scannable content is one thing—putting it into practice is another. The good news? You don’t need a psychology degree to create content that respects how your readers’ brains work. With a few strategic adjustments to your writing process, you can transform dense, intimidating content into clear, engaging material that people actually read and act on. Here’s how to make the psychology work for you.

The content creator’s checklist  

  • Pre-writing considerations: Analyze your audience’s attention constraints and reading context. Are they researching solutions under pressure, browsing casually, or seeking deep understanding? This determines your optimal scannable structure. 
  • During writing: Identify natural breaking points during writing where concepts shift or new ideas emerge. These transition moments are perfect for bullet points, subheadings, or formatting changes supporting scanning behaviors. 
  • Post-writing optimization: Simulate scanning behavior by reading only headings, first sentences, and formatted elements. Does the content still make sense and provide value? If not, restructure to serve better scanning readers.  

Tools and techniques  

  1. Readability analyzers: They provide objective metrics for content accessibility, but understanding their psychological basis helps interpret results more meaningfully. High readability scores often correlate with scannable structure.
  1. Heat mapping tools: One of the most potent tools for revealing reader attention patterns, showing where scannable elements succeed or fail. This data helps optimize formatting for real usage rather than theoretical best practices.
  1. User testing methodologies: A one of the kind testing methods that is used for content structures and can also include card sorting exercises, first impression tests, and task-based evaluations. They reveal how well your formatting serves actual reader goals. 

Respecting your reader’s brain  

Understanding the psychology of scannable content isn’t about manipulating readers, but about respecting how their brains process information. Everyone wins when we create content that works with cognitive patterns rather than against them.  

Readers get information they can consume efficiently without sacrificing comprehension. Content creators build trust and engagement by serving their audience’s genuine needs rather than forcing outdated consumption models.  

The competitive advantage goes to those recognizing that effective content serves the reader’s brain, not the creator’s ego. Attention is the scarcest resource, so content that respects cognitive limitations while delivering genuine value will consistently outperform material that ignores psychological realities.  

Ready to implement these insights with Yoast SEO? Start by auditing your existing content through a psychological lens. Look for opportunities to break up dense paragraphs, add scannable elements, and create the visual breathing room that modern readers crave. Your audience’s brains and content performance will thank you.

Make every post easier to read, scan, and share. Use AI Summarize to create key takeaways and boost engagement.

Meet the man building a starter kit for civilization

You live in a house you designed and built yourself. You rely on the sun for power, heat your home with a woodstove, and farm your own fish and vegetables. The year is 2025. 

This is the life of Marcin Jakubowski, the 53-year-old founder of Open Source Ecology, an open collaborative of engineers, producers, and builders developing what they call the Global Village Construction Set (GVCS). It’s a set of 50 machines—everything from a tractor to an oven to a circuit maker—that are capable of building civilization from scratch and can be reconfigured however you see fit. 

Jakubowski immigrated to the US from Slupca, Poland, as a child. His first encounter with what he describes as the “prosperity of technology” was the vastness of the American grocery store. Seeing the sheer quantity and variety of perfectly ripe produce cemented his belief that abundant, sustainable living was within reach in the United States. 

With a bachelor’s degree from Princeton and a doctorate in physics from the University of Wisconsin, Jakubowski had spent most of his life in school. While his peers kick-started their shiny new corporate careers, he followed a different path after he finished his degree in 2003: He bought a tractor to start a farm in Maysville, Missouri, eager to prove his ideas about abundance. “It was a clear decision to give up the office cubicle or high-level research job, which is so focused on tiny issues that one never gets to work on the big picture,” he says. But in just a short few months, his tractor broke down—and he soon went broke. 

Every time his tractor malfunctioned, he had no choice but to pay John Deere for repairs—even if he knew how to fix the problem on his own. John Deere, the world’s largest manufacturer of agricultural equipment, continues to prohibit farmers from repairing their own tractors (except in Colorado, where farmers were granted a right to repair by state law in 2023). Fixing your own tractor voids any insurance or warranty, much like jailbreaking your iPhone. 

Today, large agricultural manufacturers have centralized control over the market, and most commercial tractors are built with proprietary parts. Every year, farmers pay $1.2 billion in repair costs and lose an estimated $3 billion whenever their tractors break down, entirely because large agricultural manufacturers have lobbied against the right to repair since the ’90s. Currently there are class action lawsuits involving hundreds of farmers fighting for their right to do so.

“The machines own farmers. The farmers don’t own [the machines],” Jakubowski says. He grew certain that self-sufficiency relied on agricultural autonomy, which could be achieved only through free access to technology. So he set out to apply the principles of open-source software to hardware. He figured that if farmers could have access to the instructions and materials required to build their own tractors, not only would they be able to repair them, but they’d also be able to customize the vehicles for their needs. Life-changing technology should be available to all, he thought, not controlled by a select few. So, with an understanding of mechanical engineering, Jakubowski built his own tractor and put all his schematics online on his platform Open Source Ecology.  

That tractor Jakubowski built is designed to be taken apart. It’s a critical part of the GVCS, a collection of plug-and-play machines that can “build a thriving economy anywhere in the world … from scratch.” The GVCS includes a 3D printer, a self-contained hydraulic power unit called the Power Cube, and more, each designed to be reconfigured for multiple purposes. There’s even a GVCS micro-home. You can use the Power Cube to power a brick press, a sawmill, a car, a CNC mill, or a bioplastic extruder, and you can build wind turbines with the frames that are used in the home. 

Jakubowski compares the GVCS to Lego blocks and cites the Linux ecosystem as his inspiration. In the same way that Linux’s source code is free to inspect, modify, and redistribute, all the instructions you need to build and repurpose a GVCS machine are freely accessible online. Jakubowski envisions a future in which the GVCS parallels the Linux infrastructure, with custom tools built to optimize agriculture, construction, and material fabrication in localized contexts. “The [final form of the GVCS] must be proven to allow efficient production of food, shelter, consumer goods, cars, fuel, and other goods—except for exotic imports (coffee, bananas, advanced semiconductors),” he wrote on his Open Source Ecology wiki. 

The ethos of GVCS is reminiscent of the Whole Earth Catalog, a countercultural publication that offered a combination of reviews, DIY manuals, and survival guides between 1968 and 1972. Founded by Stewart Brand, the publication had the slogan “Access to tools” and was famous for promoting self-sufficiency. It heavily featured the work of R. Buckminster Fuller, an American architect known for his geodesic domes (lightweight structures that can be built using recycled materials) and for coining the term “ephemeralization,” which refers to the ability of technology to let us do more with less material, energy, and effort. 

plans for a lifetrac tractor
The schematics for Marcin Jakubowski’s designs are all available online.
COURTESY OF OPEN SOURCE ECOLOGY

Jakubowski owns the publication’s entire printed output, but he offers a sharp critique of its legacy in our current culture of tech utopianism. “The first structures we built were domes. Good ideas. But the open-source part of that was not really there yet—Fuller patented his stuff,” he says. Fuller and the Whole Earth Catalog may have popularized an important philosophy of self-reliance, but to Jakubowski, their failure to advocate for open collaboration stopped the ultimate vision of sustainability from coming to fruition. “The failure of the techno-utopians to organize into a larger movement of collaborative, open, distributed production resulted in a miscarriage of techno-utopia,” he says. 

lifetrac tractor
With a background in physics and an understanding of mechanical engineering, Marcin Jakubowski built his own tractor.
COURTESY OF OPEN SOURCE ECOLOGY

Unlike software, hardware can’t be infinitely reproduced or instantly tested. It requires manufacturing infrastructure and specific materials, not to mention exhaustive documentation. There are physical constraints—different port standards, fluctuations in availability of materials, and more. And now that production chains are so globalized that manufacturing a hot tub can require parts from seven different countries and 14 states, how can we expect anything to be replicable in our backyard? The solution, according to Jakubowski, is to make technology “appropriate.” 

Appropriate technology is technology that’s designed to be affordable and sustainable for a specific local context. The idea comes from Gandhi’s philosophy of swadeshi (self-reliance) and sarvodaya (upliftment of all) and was popularized by the economist Ernst Friedrich “Fritz” Schumacher’s book Small Is Beautiful, which discussed the concept of “intermediate technology”: “Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius—and a lot of courage—to move in the opposite direction.” Because different environments operate at different scales and with different resources, it only makes sense to tailor technology for those conditions. Solar lamps, bikes, hand-­powered water pumps—anything that can be built using local materials and maintained by the local community—are among the most widely cited examples of appropriate technology. 

This concept has historically been discussed in the context of facilitating economic growth in developing nations and adapting capital-intensive technology to their needs. But Jakubowski hopes to make it universal. He believes technology needs to be appropriate even in suburban and urban places with access to supermarkets, hardware stores, Amazon deliveries, and other forms of infrastructure. If technology is designed specifically for these contexts, he says, end-to-end reproduction will be possible, making more space for collaboration and innovation. 

What makes Jakubowski’s technology “appropriate” is his use of reclaimed materials and off-the-shelf parts to build his machines. By using local materials and widely available components, he’s able to bypass the complex global supply chains that proprietary technology often requires. He also structures his schematics around concepts already familiar to most people who are interested in hardware, making his building instructions easier to follow.

Everything you need to build Jakubowski’s machines should be available around you, just as everything you need to know about how to repair or operate the machine is online—from blueprints to lists of materials to assembly instructions and testing protocols. “If you’ve got a wrench, you’ve got a tractor,” his manual reads.  

This spirit dates back to the ’70s, when the idea of building things “moved out of the retired person’s garage and into the young person’s relationship with the Volkswagen,” says Brand. He references John Muir’s 1969 book How to Keep Your Volkswagen Alive: A Manual of Step-by-Step Procedures for the Compleat Idiot and fondly recalls how the Beetle’s simple design and easily swapped parts made it common for owners to rebody their cars, combining the chassis of one with the body of another. He also mentions the impact of the Ford Model T cars that, with a few extra parts, were made into tractors during the Great Depression. 

For Brand, the focus on repairability is critical in the modern context. There was a time when John Deere tractors were “appropriate” in Jakubowski’s terms, Brand says: “A century earlier, John Deere took great care to make sure that his plowshares could be taken apart and bolted together, that you can undo and redo them, replace parts, and so on.” The company “attracted insanely loyal customers because they looked out for the farmers so much,” Brand says, but “they’ve really reversed the orientation.” Echoing Jakubowski’s initial motivation for starting OSE, Brand insists that technology is appropriate to the extent that it is repairable. 

Even if you can find all the parts you need from Lowe’s, building your own tractor is still intimidating. But for some, the staggering price advantage is reason enough to take on the challenge: A GVCS tractor costs $12,000 to build, whereas a commercial tractor averages around $120,000 to buy, not including the individual repairs that might be necessary over its lifetime at a cost of $500 to $20,000 each. And gargantuan though it may seem, the task of building a GVCS tractor or other machine is doable: Just a few years after the project launched in 2008, more than 110 machines had been built by enthusiasts from Chile, Nicaragua, Guatemala, China, India, Italy, and Turkey, just to name a few places. 

Of the many machines developed, what’s drawn the most interest from GVCS enthusiasts is the one nicknamed “The Liberator,” which presses local soil into compressed earth blocks, or CEBs—a type of cost- and energy-­efficient brick that can withstand extreme weather conditions. It’s been especially popular among those looking to build their own homes: A man named Aurélien Bielsa replicated the brick press in a small village in the south of France to build a house for his family in 2018, and in 2020 a group of volunteers helped a member of the Open Source Ecology community build a tiny home using blocks from one of these presses in a fishing village near northern Belize. 

The CEB press, nicknamed “The Liberator,” turns local soil into energy-efficient compressed earth blocks.
COURTESY OF OPEN SOURCE ECOLOGY

Jakubowski recalls receiving an email about one of the first complete reproductions of the CEB press, built by a Texan named James Slate, who ended up starting a business selling the bricks: “When [James] sent me a picture [of our brick press], I thought it was a Photoshopped copy of our machine, but it was his. He just downloaded the plans off the internet. I knew nothing about it.” Slate described having a very limited background in engineering before building the brick press. “I had taken some mechanics classes back in high school. I mostly come from an IT computer world,” he said in an interview with Open Source Ecology. “Pretty much anyone can build one, if they put in the effort.” 

Andrew Spina, an early GVCS enthusiast, agrees. Spina spent five years building versions of the GVCS tractor and Power Cube, eager to create means of self-­sufficiency at an individual scale. “I’m building my own tractor because I want to understand it and be able to maintain it,” he wrote in his blog, Machining Independence. Spina’s curiosity gestures toward the broader issue of technological literacy: The more we outsource to proprietary tech, the less we understand how things work—further entrenching our need for that proprietary tech. Transparency is critical to the open-source philosophy precisely because it helps us become self-sufficient. 

Since starting Open Source Ecology, Jakubowski has been the main architect behind the dozens of machines available on his platform, testing and refining his designs on a plot of land he calls the Factor e Farm in Maysville. Most GVCS enthusiasts reproduce Jakubowski’s machines for personal use; only a few have contributed to the set themselves. Of those select few, many made dedicated visits to the farm for weeks at a time to learn how to build Jakubowski’s GVCS collection. James Wise, one of the earliest and longest-term GVCS contributors, recalls setting up tents and camping out in his car to attend sessions at Jakubowski’s workshop, where visiting enthusiasts would gather to iterate on designs: “We’d have a screen on the wall of our current best idea. Then we’d talk about it.” Wise doesn’t consider himself particularly experienced on the engineering front, but after working with other visiting participants, he felt more emboldened to contribute. “Most of [my] knowledge came from [my] peers,” he says. 

Jakubowski’s goal of bolstering collaboration hinges on a degree of collective proficiency. Without a community skilled with hardware, the organic innovation that the open-source approach promises will struggle to bear fruit, even if Jakubowski’s designs are perfectly appropriate and thoroughly documented.

“That’s why we’re starting a school!” said Jakubowski, when asked about his plan to build hardware literacy. Earlier this year, he announced the Future Builders Academy, an apprenticeship program where participants will be taught all the necessary skills to develop and build the affordable, self-sustaining homes that are his newest venture. Seed Eco Homes, as Jakubowski calls them, are “human-sized, panelized” modular houses complete with a biodigester, a thermal battery, a geothermal cooling system, and solar electricity. Each house is entirely energy independent and can be built in five days, at a cost of around $40,000. Over eight of these houses have been built across the country, and Jakubowski himself lives in the earliest version of the design. Seed Eco Homes are the culmination of his work on the GVCS: The structure of each house combines parts from the collection and embodies its modular philosophy. The venture represents Jakubowski’s larger goal of making everyday technology accessible. “Housing [is the] single largest cost in one’s life—and a key to so much more,” he says.

The final goal of Open Source Ecology is a “zero marginal cost” society, where producing an additional unit of a good or service costs little to nothing. Jakubowski’s interpretation of the concept (popularized by the American economist and social theorist Jeremy Rifkin) assumes that by eradicating licensing fees, decentralizing manufacturing, and fostering collaboration through education, we can develop truly equitable technology that allows us to be self-sufficient. Open-source hardware isn’t just about helping farmers build their own tractors; in Jakubowski’s view, it’s a complete reorientation of our relationship to technology. 

In the first issue of the Whole Earth Catalog, a key piece of inspiration for Jakubowski’s project, Brand wrote: “We are as gods and we might as well get good at it.” In 2007, in a book Brand wrote about the publication, he corrected himself: “We are as gods and have to get good at it.” Today, Jakubowski elaborates: “We’re becoming gods with technology. Yet technology has badly failed us. We’ve seen great progress with civilization. But how free are people today compared to other times?” Cautioning against our reliance on the proprietary technology we use daily, he offers a new approach: Progress should mean not just achieving technological breakthroughs but also making everyday technology equitable. 

“We don’t need more technology,” he says. “We just need to collaborate with what we have now.”

Tiffany Ng is a freelance writer exploring the relationship between art, tech, and culture. She writes Cyber Celibate, a neo-Luddite newsletter on Substack. 

The race to make the perfect baby is creating an ethical mess

Consider, if you will, the translucent blob in the eye of a microscope: a human blastocyst, the biological specimen that emerges just five days or so after a fateful encounter between egg and sperm. This bundle of cells, about the size of a grain of sand pulled from a powdery white Caribbean beach, contains the coiled potential of a future life: 46 chromosomes, thousands of genes, and roughly six billion base pairs of DNA—an instruction manual to assemble a one-of-a-kind human.

Now imagine a laser pulse snipping a hole in the blastocyst’s outermost shell so a handful of cells can be suctioned up by a microscopic pipette. This is the moment, thanks to advances in genetic sequencing technology, when it becomes possible to read virtually that entire instruction manual.

An emerging field of science seeks to use the analysis pulled from that procedure to predict what kind of a person that embryo might become. Some parents turn to these tests to avoid passing on devastating genetic disorders that run in their families. A much smaller group, driven by dreams of Ivy League diplomas or attractive, well-behaved offspring, are willing to pay tens of thousands of dollars to optimize for intelligence, appearance, and personality. Some of the most eager early boosters of this technology are members of the Silicon Valley elite, including tech billionaires like Elon Musk, Peter Thiel, and Coinbase CEO Brian Armstrong. 

Embryo selection is less like a build-a-baby workshop and more akin to a store where parents can shop for their future children from several available models—complete with stat cards.

But customers of the companies emerging to provide it to the public may not be getting what they’re paying for. Genetics experts have been highlighting the potential deficiencies of this testing for years. A 2021 paper by members of the European Society of Human Genetics said, “No clinical research has been performed to assess its diagnostic effectiveness in embryos. Patients need to be properly informed on the limitations of this use.” And a paper published this May in the Journal of Clinical Medicine echoed this concern and expressed particular reservations about screening for psychiatric disorders and non-­disease-related traits: “Unfortunately, no clinical research has to date been published comprehensively evaluating the effectiveness of this strategy [of predictive testing]. Patient awareness regarding the limitations of this procedure is paramount.”    

Moreover, the assumptions underlying some of this work—that how a person turns out is the product not of privilege or circumstance but of innate biology—have made these companies a political lightning rod. 

SELMAN DESIGN

As this niche technology begins to make its way toward the mainstream, scientists and ethicists are racing to confront the implications—for our social contract, for future generations, and for our very understanding of what it means to be human.


Preimplantation genetic testing (PGT), while still relatively rare, is not new. Since the 1990s, parents undergoing in vitro fertilization have been able to access a number of genetic tests before choosing which embryo to use. A type known as PGT-M can detect single-gene disorders like cystic fibrosis, sickle cell anemia, and Huntington’s disease. PGT-A can ascertain the sex of an embryo and identify chromosomal abnormalities that can lead to conditions like Down syndrome or reduce the chances that an embryo will implant successfully in the uterus. PGT-SR helps parents avoid embryos with issues such as duplicated or missing segments of the chromosome.

Those tests all identify clear-cut genetic problems that are relatively easy to detect, but most of the genetic instruction manual included in an embryo is written in far more nuanced code. In recent years, a fledgling market has sprung up around a new, more advanced version of the testing process called PGT-P: preimplantation genetic testing for polygenic disorders (and, some claim, traits)—that is, outcomes determined by the elaborate interaction of hundreds or thousands of genetic variants.

In 2020, the first baby selected using PGT-P was born. While the exact figure is unknown, estimates put the number of children who have now been born with the aid of this technology in the hundreds. As the technology is commercialized, that number is likely to grow.

Embryo selection is less like a build-a-baby workshop and more akin to a store where parents can shop for their future children from several available models—complete with stat cards indicating their predispositions.

A handful of startups, armed with tens of millions of dollars of Silicon Valley cash, have developed proprietary algorithms to compute these stats—analyzing vast numbers of genetic variants and producing a “polygenic risk score” that shows the probability of an embryo developing a variety of complex traits.  

For the last five years or so, two companies—Genomic Prediction and Orchid—have dominated this small landscape, focusing their efforts on disease prevention. But more recently, two splashy new competitors have emerged: Nucleus Genomics and Herasight, which have rejected the more cautious approach of their predecessors and waded into the controversial territory of genetic testing for intelligence. (Nucleus also offers tests for a wide variety of other behavioral and appearance-related traits.) 

The practical limitations of polygenic risk scores are substantial. For starters, there is still a lot we don’t understand about the complex gene interactions driving polygenic traits and disorders. And the biobank data sets they are based on tend to overwhelmingly represent individuals with Western European ancestry, making it more difficult to generate reliable scores for patients from other backgrounds. These scores also lack the full context of environment, lifestyle, and the myriad other factors that can influence a person’s characteristics. And while polygenic risk scores can be effective at detecting large, population-level trends, their predictive abilities drop significantly when the sample size is as tiny as a single batch of embryos that share much of the same DNA.

The medical community—including organizations like the American Society of Human Genetics, the American College of Medical Genetics and Genomics, and the American Society for Reproductive Medicine—is generally wary of using polygenic risk scores for embryo selection. “The practice has moved too fast with too little evidence,” the American College of Medical Genetics and Genomics wrote in an official statement in 2024.

But beyond questions of whether evidence supports the technology’s effectiveness, critics of the companies selling it accuse them of reviving a disturbing ideology: eugenics, or the belief that selective breeding can be used to improve humanity. Indeed, some of the voices who have been most confident that these methods can successfully predict nondisease traits have made startling claims about natural genetic hierarchies and innate racial differences.

What everyone can agree on, though, is that this new wave of technology is helping to inflame a centuries-old debate over nature versus nurture.


The term “eugenics” was coined in 1883 by a British anthropologist and statistician named Sir Francis Galton, inspired in part by the work of his cousin Charles Darwin. He derived it from a Greek word meaning “good in stock, hereditarily endowed with noble qualities.”

Some of modern history’s darkest chapters have been built on Galton’s legacy, from the Holocaust to the forced sterilization laws that affected certain groups in the United States well into the 20th century. Modern science has demonstrated the many logical and empirical problems with Galton’s methodology. (For starters, he counted vague concepts like “eminence”—as well as infections like syphilis and tuberculosis—as heritable phenotypes, meaning characteristics that result from the interaction of genes and environment.)

Yet even today, Galton’s influence lives on in the field of behavioral genetics, which investigates the genetic roots of psychological traits. Starting in the 1960s, researchers in the US began to revisit one of Galton’s favorite methods: twin studies. Many of these studies, which analyzed pairs of identical and fraternal twins to try to determine which traits were heritable and which resulted from socialization, were funded by the US government. The most well-known of these, the Minnesota Twin Study, also accepted grants from the Pioneer Fund, a now defunct nonprofit that had promoted eugenics and “race betterment” since its founding in 1937. 

The nature-versus-nurture debate hit a major inflection point in 2003, when the Human Genome Project was declared complete. After 13 years and at a cost of nearly $3 billion, an international consortium of thousands of researchers had sequenced 92% of the human genome for the first time.

Today, the cost of sequencing a genome can be as low as $600, and one company says it will soon drop even further. This dramatic reduction has made it possible to build massive DNA databases like the UK Biobank and the National Institutes of Health’s All of Us, each containing genetic data from more than half a million volunteers. Resources like these have enabled researchers to conduct genome-wide association studies, or GWASs, which identify correlations between genetic variants and human traits by analyzing single-nucleotide polymorphisms (SNPs)—the most common form of genetic variation between individuals. The findings from these studies serve as a reference point for developing polygenic risk scores.

Most GWASs have focused on disease prevention and personalized medicine. But in 2011, a group of medical researchers, social scientists, and economists launched the Social Science Genetic Association Consortium (SSGAC) to investigate the genetic basis of complex social and behavioral outcomes. One of the phenotypes they focused on was the level of education people reached.

“It was a bit of a phenotype of convenience,” explains Patrick Turley, an economist and member of the steering committee at SSGAC, given that educational attainment is routinely recorded in surveys when genetic data is collected. Still, it was “clear that genes play some role,” he says. “And trying to understand what that role is, I think, is really interesting.” He adds that social scientists can also use genetic data to try to better “understand the role that is due to nongenetic pathways.”

Many on the left are generally willing to allow that any number of traits, from addiction to obesity, are genetically influenced. Yet heritable cognitive ability seems to be “beyond the pale for us to integrate as a source of difference.”

The work immediately stirred feelings of discomfort—not least among the consortium’s own members, who feared that they might unintentionally help reinforce racism, inequality, and genetic determinism. 

It’s also created quite a bit of discomfort in some political circles, says Kathryn Paige Harden, a psychologist and behavioral geneticist at the University of Texas in Austin, who says she has spent much of her career making the unpopular argument to fellow liberals that genes are relevant predictors of social outcomes. 

Harden thinks a strength of those on the left is their ability to recognize “that bodies are different from each other in a way that matters.” Many are generally willing to allow that any number of traits, from addiction to obesity, are genetically influenced. Yet, she says, heritable cognitive ability seems to be “beyond the pale for us to integrate as a source of difference that impacts our life.” 

Harden believes that genes matter for our understanding of traits like intelligence, and that this should help shape progressive policymaking. She gives the example of an education department seeking policy interventions to improve math scores in a given school district. If a polygenic risk score is “as strongly correlated with their school grades” as family income is, she says of the students in such a district, then “does deliberately not collecting that [genetic] information, or not knowing about it, make your research harder [and] your inferences worse?”

To Harden, persisting with this strategy of avoidance for fear of encouraging eugenicists is a mistake. If “insisting that IQ is a myth and genes have nothing to do with it was going to be successful at neutralizing eugenics,” she says, “it would’ve won by now.”

Part of the reason these ideas are so taboo in many circles is that today’s debate around genetic determinism is still deeply infused with Galton’s ideas—and has become a particular fixation among the online right. 

SELMAN DESIGN

After Elon Musk took over Twitter (now X) in 2022 and loosened its restrictions on hate speech, a flood of accounts started sharing racist posts, some speculating about the genetic origins of inequality while arguing against immigration and racial integration. Musk himself frequently reposts and engages with accounts like Crémieux Recueil, the pen name of independent researcher Jordan Lasker, who has written about the “Black-White IQ gap,” and i/o, an anonymous account that once praised Musk for “acknowledging data on race and crime,” saying it “has done more to raise awareness of the disproportionalities observed in these data than anything I can remember.” (In response to allegations that his research encourages eugenics, Lasker wrote to MIT Technology Review, “The popular understanding of eugenics is about coercion and cutting people cast as ‘undesirable’ out of the breeding pool. This is nothing like that, so it doesn’t qualify as eugenics by that popular understanding of the term.” After going to print, i/o wrote in an email, “Just because differences in intelligence at the individual level are largely heritable, it does not mean that group differences in measured intelligence … are due to genetic differences between groups,” but that the latter is not “scientifically settled” and “an extremely important (and necessary) research area that should be funded rather than made taboo.” He added, “I’ve never made any argument against racial integration or intermarriage or whatever.” X and Musk did not respond to requests for comment.)

Harden, though, warns against discounting the work of an entire field because of a few noisy neoreactionaries. “I think there can be this idea that technology is giving rise to the terrible racism,” she says. The truth, she believes, is that “the racism has preexisted any of this technology.”


In 2019, a company called Genomic Prediction began to offer the first preimplantation polygenic testing that had ever been made commercially available. With its LifeView Embryo Health Score, prospective parents are able to assess their embryos’ predisposition to genetically complex health problems like cancer, diabetes, and heart disease. Pricing for the service starts at $3,500. Genomic Prediction uses a technique called an SNP array, which targets specific sites in the genome where common variants occur. The results are then cross-checked against GWASs that show correlations between genetic variants and certain diseases.

Four years later, a company named Orchid began offering a competing test. Orchid’s Whole Genome Embryo Report distinguished itself by claiming to sequence more than 99% of an embryo’s genome, allowing it to detect novel mutations and, the company says, diagnose rare diseases more accurately. For $2,500 per embryo, parents can access polygenic risk scores for 12 disorders, including schizophrenia, breast cancer, and hypothyroidism. 

Orchid was founded by a woman named Noor Siddiqui. Before getting undergraduate and graduate degrees from Stanford, she was awarded the Thiel fellowship—a $200,000 grant given to young entrepreneurs willing to work on their ideas instead of going to college—back when she was a teenager, in 2012. This set her up to attract attention from members of the tech elite as both customers and financial backers. Her company has raised $16.5 million to date from investors like Ethereum founder Vitalik Buterin, former Coinbase CTO Balaji Srinivasan, and Armstrong, the Coinbase CEO.

In August Siddiqui made the controversial suggestion that parents who choose not to use genetic testing might be considered irresponsible. “Just be honest: you’re okay with your kid potentially suffering for life so you can feel morally superior …” she wrote on X.

Americans have varied opinions on the emerging technology. In 2024, a group of bioethicists surveyed 1,627 US adults to determine attitudes toward a variety of polygenic testing criteria. A large majority approved of testing for physical health conditions like cancer, heart disease, and diabetes. Screening for mental health disorders, like depression, OCD, and ADHD, drew a more mixed—but still positive—response. Appearance-related traits, like skin color, baldness, and height, received less approval as something to test for.

Intelligence was among the most contentious traits—unsurprising given the way it has been weaponized throughout history and the lack of cultural consensus on how it should even be defined. (In many countries, intelligence testing for embryos is heavily regulated; in the UK, the practice is banned outright.) In the 2024 survey, 36.9% of respondents approved of preimplantation genetic testing for intelligence, 40.5% disapproved, and 22.6% said they were uncertain.

Despite the disagreement, intelligence has been among the traits most talked about as targets for testing. From early on, Genomic Prediction says, it began receiving inquiries “from all over the world” about testing for intelligence, according to Diego Marin, the company’s head of global business development and scientific affairs.

At one time, the company offered a predictor for what it called “intellectual disability.” After some backlash questioning both the predictive capacity and the ethics of these scores, the company discontinued the feature. “Our mission and vision of this company is not to improve [a baby], but to reduce risk for disease,” Marin told me. “When it comes to traits about IQ or skin color or height or something that’s cosmetic and doesn’t really have a connotation of a disease, then we just don’t invest in it.”

Orchid, on the other hand, does test for genetic markers associated with intellectual disability and developmental delay. But that may not be all. According to one employee of the company, who spoke on the condition of anonymity, intelligence testing is also offered to “high-roller” clients. According to this employee, another source close to the company, and reporting in the Washington Post, Musk used Orchid’s services in the conception of at least one of the children he shares with the tech executive Shivon Zilis. (Orchid, Musk, and Zilis did not respond to requests for comment.)


I met Kian Sadeghi, the 25-year-old founder of New York–based Nucleus Genomics, on a sweltering July afternoon in his SoHo office. Slight and kinetic, Sadeghi spoke at a machine-gun pace, pausing only occasionally to ask if I was keeping up. 

Sadeghi had modified his first organism—a sample of brewer’s yeast—at the age of 16. As a high schooler in 2016, he was taking a course on CRISPR-Cas9 at a Brooklyn laboratory when he fell in love with the “beautiful depth” of genetics. Just a few years later, he dropped out of college to build “a better 23andMe.” 

His company targets what you might call the application layer of PGT-P, accepting data from IVF clinics—and even from the competitors mentioned in this story—and running its own computational analysis.

“Unlike a lot of the other testing companies, we’re software first, and we’re consumer first,” Sadeghi told me. “It’s not enough to give someone a polygenic score. What does that mean? How do you compare them? There’s so many really hard design problems.”

Like its competitors, Nucleus calculates its polygenic risk scores by comparing an individual’s genetic data with trait-associated variants identified in large GWASs, providing statistically informed predictions. 

Nucleus provides two displays of a patient’s results: a Z-score, plotted from –4 to 4, which explains the risk of a certain trait relative to a population with similar genetic ancestry (for example, if Embryo #3 has a 2.1 Z-score for breast cancer, its risk is higher than average), and an absolute risk score, which includes relevant clinical factors (Embryo #3 has a minuscule actual risk of breast cancer, given that it is male).

The real difference between Nucleus and its competitors lies in the breadth of what it claims to offer clients. On its sleek website, prospective parents can sort through more than 2,000 possible diseases, as well as traits from eye color to IQ. Access to the Nucleus Embryo platform costs $8,999, while the company’s new IVF+ offering—which includes one IVF cycle with a partner clinic, embryo screening for up to 20 embryos, and concierge services throughout the process—starts at $24,999.

“Maybe you want your baby to have blue eyes versus green eyes,” Nucleus founder Kian Sadeghi said at a June event. “That is up to the liberty of the parents.”

Its promises are remarkably bold. The company claims to be able to forecast a propensity for anxiety, ADHD, insomnia, and other mental issues. It says you can see which of your embryos are more likely to have alcohol dependence, which are more likely to be left-handed, and which might end up with severe acne or seasonal allergies. (Nevertheless, at the time of writing, the embryo-screening platform provided this disclaimer: “DNA is not destiny. Genetics can be a helpful tool for choosing an embryo, but it’s not a guarantee. Genetic research is still in it’s [sic] infancy, and there’s still a lot we don’t know about how DNA shapes who we are.”)

To people accustomed to sleep trackers, biohacking supplements, and glucose monitoring, taking advantage of Nucleus’s options might seem like a no-brainer. To anyone who welcomes a bit of serendipity in their life, this level of perceived control may be disconcerting to say the least.

Sadeghi likes to frame his arguments in terms of personal choice. “Maybe you want your baby to have blue eyes versus green eyes,” he told a small audience at Nucleus Embryo’s June launch event. “That is up to the liberty of the parents.”

On the official launch day, Sadeghi spent hours gleefully sparring with X users who accused him of practicing eugenics. He rejects the term, favoring instead “genetic optimization”—though it seems he wasn’t too upset about the free viral marketing. “This week we got five million impressions on Twitter,” he told a crowd at the launch event, to a smattering of applause. (In an email to MIT Technology Review, Sadeghi wrote, “The history of eugenics is one of coercion and discrimination by states and institutions; what Nucleus does is the opposite—genetic forecasting that empowers individuals to make informed decisions.”)

Nucleus has raised more than $36 million from investors like Srinivasan, Alexis Ohanian’s venture capital firm Seven Seven Six, and Thiel’s Founders Fund. (Like Siddiqui, Sadeghi was a recipient of a Thiel fellowship when he dropped out of college; a representative for Thiel did not respond to a request for comment for this story.) Sadeghi has even poached Genomic Prediction’s cofounder Nathan Treff, who is now Nucleus’s chief clinical officer.

Sadeghi’s real goal is to build a one-stop shop for every possible application of genetic sequencing technology, from genealogy to precision medicine to genetic engineering. He names a handful of companies providing these services, with a combined market cap in the billions. “Nucleus is collapsing all five of these companies into one,” he says. “We are not an IVF testing company. We are a genetic stack.”


This spring, I elbowed my way into a packed hotel bar in the Flatiron district, where over a hundred people had gathered to hear a talk called “How to create SUPERBABIES.” The event was part of New York’s Deep Tech Week, so I expected to meet a smattering of biotech professionals and investors. Instead, I was surprised to encounter a diverse and curious group of creatives, software engineers, students, and prospective parents—many of whom had come with no previous knowledge of the subject.

The speaker that evening was Jonathan Anomaly, a soft-spoken political philosopher whose didactic tone betrays his years as a university professor.

Some of Anomaly’s academic work has focused on developing theories of rational behavior. At Duke and the University of Pennsylvania, he led introductory courses on game theory, ethics, and collective action problems as well as bioethics, digging into thorny questions about abortion, vaccines, and euthanasia. But perhaps no topic has interested him so much as the emerging field of genetic enhancement. 

In 2018, in a bioethics journal, Anomaly published a paper with the intentionally provocative title “Defending Eugenics.” He sought to distinguish what he called “positive eugenics”—noncoercive methods aimed at increasing traits that “promote individual and social welfare”—from the so-called “negative eugenics” we know from our history books.

Anomaly likes to argue that embryo selection isn’t all that different from practices we already take for granted. Don’t believe two cousins should be allowed to have children? Perhaps you’re a eugenicist, he contends. Your friend who picked out a six-foot-two Harvard grad from a binder of potential sperm donors? Same logic.

His hiring at the University of Pennsylvania in 2019 caused outrage among some students, who accused him of “racial essentialism.” In 2020, Anomaly left academia, lamenting that “American universities had become an intellectual prison.”

A few years later, Anomaly joined a nascent PGT-P company named Herasight, which was promising to screen for IQ.

At the end of July, the company officially emerged from stealth mode. A representative told me that most of the money raised so far is from angel investors, including Srinivasan, who also invested in Orchid and Nucleus. According to the launch announcement on X, Herasight has screened “hundreds of embryos” for private customers and is beginning to offer its first publicly available consumer product, a polygenic assessment that claims to detect an embryo’s likelihood of developing 17 diseases.

Their marketing materials boast predictive abilities 122% better than Orchid’s and 193% better than Genomic Prediction’s for this set of diseases. (“Herasight is comparing their current predictor to models we published over five years ago,” Genomic Prediction responded in a statement. “Our team is confident our predictors are world-class and are not exceeded in quality by any other lab.”) 

The company did not include comparisons with Nucleus, pointing to the “absence of published performance validations” by that company and claiming it represented a case where “marketing outpaces science.” (“Nucleus is known for world-class science and marketing, and we understand why that’s frustrating to our competitors,” a representative from the company responded in a comment.) 

Herasight also emphasized new advances in “within-family validation” (making sure that the scores are not merely picking up shared environmental factors by comparing their performance between unrelated people to their performance between siblings) and “cross-­ancestry accuracy” (improving the accuracy of scores for people outside the European ancestry groups where most of the biobank data is concentrated). The representative explained that pricing varies by customer and the number of embryos tested, but it can reach $50,000.

When it comes to traits that Jonathan Anomaly believes are genetically encoded, intelligence is just the tip of the iceberg. He has also spoken about the heritability of empathy, violence, religiosity, and political leanings.

Herasight tests for just one non-disease-related trait: intelligence. For a couple who produce 10 embryos, it claims it can detect an IQ spread of about 15 points, from the lowest-scoring embryo to the highest. The representative says the company plans to release a detailed white paper on its IQ predictor in the future.

The day of Herasight’s launch, Musk responded to the company announcement: “Cool.” Meanwhile, a Danish researcher named Emil Kirkegaard, whose research has largely focused on IQ differences between racial groups, boosted the company to his nearly 45,000 followers on X (as well as in a Substack blog), writing, “Proper embryo selection just landed.” Kirkegaard has in fact supported Anomaly’s work for years; he’s posted about him on X and recommended his 2020 book Creating Future People, which he called a “biotech eugenics advocacy book,” adding: “Naturally, I agree with this stuff!”

When it comes to traits that Anomaly believes are genetically encoded, intelligence—which he claimed in his talk is about 75% heritable—is just the tip of the iceberg. He has also spoken about the heritability of empathy, impulse control, violence, passivity, religiosity, and political leanings.

Anomaly concedes there are limitations to the kinds of relative predictions that can be made from a small batch of embryos. But he believes we’re only at the dawn of what he likes to call the “reproductive revolution.” At his talk, he pointed to a technology currently in development at a handful of startups: in vitro gametogenesis. IVG aims to create sperm or egg cells in a laboratory using adult stem cells, genetically reprogrammed from cells found in a sample of skin or blood. In theory, this process could allow a couple to quickly produce a practically unlimited number of embryos to analyze for preferred traits. Anomaly predicted this technology could be ready to use on humans within eight years.

SELMAN DESIGN

“I doubt the FDA will allow it immediately. That’s what places like Próspera are for,” he said, referring to the so-called “startup city” in Honduras, where scientists and entrepreneurs can conduct medical experiments free from the kinds of regulatory oversight they’d encounter in the US.

“You might have a moral intuition that this is wrong,” said Anomaly, “but when it’s discovered that elites are doing it privately … the dominoes are going to fall very, very quickly.” The coming “evolutionary arms race,” he claimed, will “change the moral landscape.”

He added that some of those elites are his own customers: “I could already name names, but I won’t do it.”

After Anomaly’s talk was over, I spoke with a young photographer who told me he was hoping to pursue a master’s degree in theology. He came to the event, he told me, to reckon with the ethical implications of playing God. “Technology is sending us toward an Old-to-New-Testament transition moment, where we have to decide what parts of religion still serve us,” he said soberly.


Criticisms of polygenic testing tend to fall into two camps: skepticism about the tests’ effectiveness and concerns about their ethics. “On one hand,” says Turley from the Social Science Genetic Association Consortium, “you have arguments saying ‘This isn’t going to work anyway, and the reason it’s bad is because we’re tricking parents, which would be a problem.’ And on the other hand, they say, ‘Oh, this is going to work so well that it’s going to lead to enormous inequalities in society.’ It’s just funny to see. Sometimes these arguments are being made by the same people.”

One of those people is Sasha Gusev, who runs a quantitative genetics lab at the Dana-Farber Cancer Institute. A vocal critic of PGT-P for embryo selection, he also often engages in online debates with the far-right accounts promoting race science on X.

Gusev is one of many professionals in his field who believe that because of numerous confounding socioeconomic factors—for example, childhood nutrition, geography, personal networks, and parenting styles—there isn’t much point in trying to trace outcomes like educational attainment back to genetics, particularly not as a way to prove that there’s a genetic basis for IQ.

He adds, “I think there’s a real risk in moving toward a society where you see genetics and ‘genetic endowments’ as the drivers of people’s behavior and as a ceiling on their outcomes and their capabilities.”

Gusev thinks there is real promise for this technology in clinical settings among specific adult populations. For adults identified as having high polygenic risk scores for cancer and cardiovascular disease, he argues, a combination of early screening and intervention could be lifesaving. But when it comes to the preimplantation testing currently on the market, he thinks there are significant limitations—and few regulatory measures or long-term validation methods to check the promises companies are making. He fears that giving these services too much attention could backfire.

“These reckless, overpromised, and oftentimes just straight-up manipulative embryo selection applications are a risk for the credibility and the utility of these clinical tools,” he says.

Many IVF patients have also had strong reactions to publicity around PGT-P. When the New York Times published an opinion piece about Orchid in the spring, angry parents took to Reddit to rant. One user posted, “For people who dont [sic] know why other types of testing are necessary or needed this just makes IVF people sound like we want to create ‘perfect’ babies, while we just want (our) healthy babies.”

Still, others defended the need for a conversation. “When could technologies like this change the mission from helping infertile people have healthy babies to eugenics?” one Redditor posted. “It’s a fine line to walk and an important discussion to have.”

Some PGT-P proponents, like Kirkegaard and Anomaly, have argued that policy decisions should more explicitly account for genetic differences. In a series of blog posts following the 2024 presidential election, under the header “Make science great again,” Kirkegaard called for ending affirmative action laws, legalizing race-based hiring discrimination, and removing restrictions on data sets like the NIH’s All of Us biobank that prevent researchers like him from using the data for race science. Anomaly has criticized social welfare policies for putting a finger on the scale to “punish the high-IQ people.”

Indeed, the notion of genetic determinism has gained some traction among loyalists to President Donald Trump. 

In October 2024, Trump himself made a campaign stop on the conservative radio program The Hugh Hewitt Show. He began a rambling answer about immigration and homicide statistics. “A murderer, I believe this, it’s in their genes. And we got a lot of bad genes in our country right now,” he told the host.

Gusev believes that while embryo selection won’t have much impact on individual outcomes, the intellectual framework endorsed by many PGT-P advocates could have dire social consequences.

“If you just think of the differences that we observe in society as being cultural, then you help people out. You give them better schooling, you give them better nutrition and education, and they’re able to excel,” he says. “If you think of these differences as being strongly innate, then you can fool yourself into thinking that there’s nothing that can be done and people just are what they are at birth.”

For the time being, there are no plans for longitudinal studies to track actual outcomes for the humans these companies have helped bring into the world. Harden, the behavioral geneticist from UT Austin, suspects that 25 years down the line, adults who were once embryos selected on the basis of polygenic risk scores are “going to end up with the same question that we all have.” They will look at their life and wonder, “What would’ve had to change for it to be different?”

Julia Black is a Brooklyn-based features writer and a reporter in residence at Omidyar Network. She has previously worked for Business Insider, Vox, The Information, and Esquire.

The problem with Big Tech’s favorite carbon removal tech

Sucking carbon pollution out of the atmosphere is becoming a big business—companies are paying top dollar for technologies that can cancel out their own emissions.

Today, nearly 70% of announced carbon removal contracts are for one technology: bioenergy with carbon capture and storage (BECCS). Basically, the idea is to use trees or some other types of biomass for energy, and then capture the emissions when you burn it.

While corporations, including tech giants like Microsoft, are betting big on this technology, there are a few potential problems with BECCS, as my colleague James Temple laid out in a new story. And some of the concerns echo similar problems with other climate technologies we cover, like carbon offsets and alternative jet fuels.

Carbon math can be complicated.

To illustrate one of the biggest issues with BECCS, we need to run through the logic on its carbon accounting. (And while this tech can use many different forms of biomass, let’s assume we’re talking about trees.)

When trees grow, they suck up carbon dioxide from the atmosphere. Those trees can be harvested and used for some intended purpose, like making paper. The leftover material, which might otherwise be waste, is then processed and burned for energy.

This cycle is, in theory, carbon neutral. The emissions from burning the biomass are canceled out by what was removed from the atmosphere during plants’ growth. (Assuming those trees are replaced after they’re harvested.)

So now imagine that carbon-scrubbing equipment is added to the facility that burns the biomass, capturing emissions. If the cycle was logically carbon neutral before, now it’s carbon negative: On net, emissions are removed from the atmosphere. Sounds great, no notes. 

There are a few problems with this math, though. For one, it leaves out the emissions that might be produced while harvesting, transporting, and processing wood. And if projects require clearing land to plant trees or grow crops, that transformation can wind up releasing emissions too.

Issues with carbon math might sound a little familiar if you’ve read any of James’s reporting on carbon offsets, programs where people pay for others to avoid emissions. In particular, his 2021 investigation with ProPublica’s Lisa Song laid out how this so-called solution was actually adding millions of tons of carbon dioxide into the atmosphere.

Carbon capture may entrench polluting facilities.

One of the big benefits of BECCS is that it can be added to existing facilities. There’s less building involved than there might be in something like a facility that vacuums carbon directly out of air. That helps keep costs down, so BECCS is currently much cheaper than direct air capture and other forms of carbon removal.

But keeping legacy equipment running might not be a great thing for emissions or local communities in the long run.

Carbon dioxide is far from the only pollutant spewing out of these facilities. Burning biomass or biofuels can release emissions that harm human health, like particulate matter, sulfur dioxide, and carbon monoxide. Carbon capture equipment might trap some of these pollutants, like sulfur dioxide, but not all.

Assuming that waste material wouldn’t be used for something else might not be right.

It sounds great to use waste, but there’s a major asterisk lurking here, as James lays out in the story:

But the critical question that emerges with waste is: Would it otherwise have been burned or allowed to decompose, or might some of it have been used in some other way that kept the carbon out of the atmosphere? 

Biomass can be used for other things, like making plastic, building material, or even soil additives that can help crops get more nutrients. So the assumption that it’s BECCS or nothing is flawed.

Moreover, a weird thing happens when you start making waste valuable: There’s an incentive to produce more of it. Some experts are concerned that companies could wind up trimming more trees or clearing more forests than what’s needed to make more material for BECCS.

These waste issues remind me of conversations around sustainable aviation fuels. These alternative fuels can be made from a huge range of materials, including crop waste or even used cooking oil. But as demand for these clean fuels has ballooned, things have gotten a little wonky—there are even some reports of fraud, where scammers try to pass off newly made oil from crops as used cooking oil.

BECCS is a potentially useful technology, but like many things in climate tech, it can quickly get complicated. 

James has been reporting on carbon offsets and carbon removal for years. As he put it to me this week when we were chatting about this story: “Just cut emissions and stop messing around.”

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